How Coca-Cola doubled its innovation success rate | WARC | The Feed
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How Coca-Cola doubled its innovation success rate
The Coca-Cola Company has been going through a period of transition in recent years, not only in its marketing but also in how it thinks about innovation.
Why innovation matters
Innovation is a multifaceted concept that involves more than just new product launches, but how new products fare is a good measure of how well innovation is working. Since adopting its new approach, the success rate for new launches doubled between 2019 and 2022 and per-launch profit grew on average 12% over the same period.
Takeaways
- With ‘clustering’, Coca-Cola is taking a more nuanced approach to innovation than has been...
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